Zoomph Identifies Top Influencers for March on WashingtonAugust 30, 2013
50 years ago this week, Washington D.C. became the face of the civil rights movement as the ‘March on Washington’ converged upon the city, re-defining the movement’s legacy and U.S. history as a whole. Now, the city has commemorated the rally—one of the largest our country has ever seen—with a series of events, including a speech Wednesday from President Obama at the Lincoln Memorial—the site of Dr. Martin Luther King, Jr.’s famous “I Have a Dream” speech.
These events led to tremendous activity on social media sites. At one point on Wednesday afternoon, “I Have a Dream,” #MOW50, #MarchonWashington, and #MLK50 were all trending on Twitter simultaneously. Zoomph monitored all this activity, and using its ZPoints algorithm, it identified the most influential content.
Unsurprisingly, President Obama’s official Twitter account provided the most influential content with a post announcing his speech. This might also explain why Twitter activity, as tracked by Zoomph, peaked from 3 to 4 PM on Wednesday, during the speech. Many of the other top influencers were news accounts, but UberFacts, a handle that simply disperses random facts, stood neck and neck with them, illustrating how influential content can come from diverse sources.
In addition, many people were active discussing not the anniversary itself but a tweet sent out by the official handle of the Golf Channel. This controversial message encouraged respondents to tweet their golf dreams to honor the occasion.
he post, which drew immediate criticism for exploiting the event in an inappropriate manner, was quickly deleted. The negative reaction online highlights just how quickly the scorn and derision over a mistake can spread. It underscores the sensitive nature of many events that provoke real-time marketing efforts and demonstrates just how precise companies must be with their language.
The next time an event dominates online conversations the way the March on Washington Anniversary does, Zoomph will be there to monitor it.